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Alienware reveals new global marketing efforts, a gaming rig during teleconference

May 30, 2009

Alienware reveals new global marketing efforts, a gaming rig during teleconference
By Michael Lafferty

New notebook “built to be the biggest, baddest performing system on the block”

When it comes to PC gaming hardware systems, Alienware is one of those brand names that truly stands out. The company was founded back in 1996 by Nelson Gonzalez and Alex Aguila. The duo simply could not find the computer systems they wanted so they made their own. It was not long before they were making systems for family and friends, and decided to launch the company.

The brand has the reputation of being geared toward a niche audience of high-end gamers and those who want a ton of power in their systems, but it’s interesting to note that while Alienware was driving their systems in that direction, the rest of the industry has not only taken notice, but hopped on the bandwagon. Innovations such has the use of dual graphics cards or liquid cooling have become commonplace in the industry, and pioneered some of the system set-ups that have become commonplace today – like the use of dual graphics cards.

There might have been some concern over the direction that the company would be taken in when Dell purchased Alienware in March of 2006, but those concerns were quickly erased. Alienware continued to make powerhouse systems.

On Thursday, Alienware’s Bryan DeZayas, of the global product marketing team, lead a teleconference that outlined some of the next big steps in the future of the company. He prefaced the call by talking about the company’s past and talking about changes upcoming – like the fact that Alienware remains unchanged in its commitment to offer the best system on the market.

“Alienware is one of the master brands for Dell,” he said. “We are all about gaming and the technology that goes into high-performance gaming. (Moving forward) Alienware will be the sole gaming brand for Dell.”

Part of the integration with Dell will allow Alienware to expand its marketing globally. Alienware machines were only available in six countries prior to the announcement, but starting on June 2, “We’re expanding and going out to 35 countries,” DeZayas said. “It’s very rapid growth for Alienware.”

He also noted that all Alienware products will not be branded with the Dell logo, but will be branded as Alienware.

But that was just the tip of the iceberg when it came to new information about the company and its products. Products like the Area 51 17X gaming laptop and Dell’s XPS gaming 17-inch notebooks will no longer be offered. Why? Because Alienware will be trotting out a new 17-inch laptop – the M17X.

DeZayas called it “the most powerful 17-inch laptop in the universe.”

So, what makes this system so remarkable?

Here are the system specs:

  • New Anodized Aluminum Industrial Design with color options and personalized laser engraved nameplate

  • Dual 1GB NVIDIA® GeForce GTX 280M graphics processing units (GPUs)2 with SLI technology

  • Intel® Core 2 Extreme Quad-core factory overclockable Mobile Processor1

  • Up to 8GB DDR32 1333MHz

  • Up to 1TB3 7200RPM or 512 MB of Solid State Storage Capacity (Raid 1 or Raid 0)

  • Beyond HD resolution with a WUXGA 1200p (1920 x 1200) Edge-to-Edge LCD design

  • Internal Wireless a/g/draft-n with MIMO (2x2) Technology               

  • Exclusive Alienware Command Center Software Solution

  • Exclusive designed AlienFX® Illuminated Keyboard

  • NVIDIA® GeForce 9400M G1 GPU with HybridPower technology

  • Microsoft Windows Vista (64 bit)

Let the drooling begin. DeZayas talked about some of the bundled software that will be included on the machine, such as Alien Effects that controls all the different lighting zones on the system. The system will also come with Alien Sense, a spatial recognition program. It uses the system’s Web cam to auto detect when someone is sitting in front of the system, and will recognize who is sitting in front of the system. DeZayas also noted that the case design is new.

About the whole system, he said that “We are not losing our aggressiveness. It’s all about performance, great new design and bundling all that software.”

The basic M17X will retail for $1,799 and weigh in at about 11 lbs.

“It’s built to be the biggest, baddest performing system on the block,” he said.

When asked if Alienware thought it was a bit of a risk to launch a new high-end system in the current economic climate, DeZayas stated that “People are actually spending a lot of money on this (systems) relating to entertainment and that’s what PC gaming is all about. Also our target audience is a bit different than the mainstream audience.”

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